As another anniversary of the Sept. 11 attacks approaches, some tone-deaf companies can’t resist using the memory to sell products.

A Wal-Mart store in Panama City Beach, Florida, was called out on social media for a tacky display that included stacks of soft drinks built to resemble the Twin Towers with a message that read: “We Will Never Forget.”

The soda was on sale for $3.33.

“Florida c’mon man,” tweeted @online_Shawn, with an image of the marketing fail.

In 2013, AT&T tweeted an image of a phone snapping a picture of the World Trade Center’s tribute lights. They quickly deleted and tweeted an apology. Build-A-Bear also came under fire when they tweeted — then deleted — a photo of a camouflage-patterned bear wearing an Army uniform.

In 2011, Digiday published a list of companies that tweeted about the anniversary, asking readers if they considered it insensitive. The list included Chick-fil-A, Marc Jacobs, Huggies and the Dallas Cowboys. In these instances, the brands weren’t necessarily promoting their product, but still tweeted varying versions of “We honor the victims” and “Never forget.”

“My advice would be to go dark,” Marian Salzman, chief executive at EURO RSCG Worldwide public relations, told the New York Times in 2011. “There’s no place for brands to live.”